Making of a showstopper

What Coldplay can teach brands about marketing

- CHRISTINA MONIZ

DURING THE FIRST of Coldplay's three Mumbai concerts, band frontman Chris Martin surprised the audience by reading out placards held up by fans and even saying "Jai Shri Ram" after spotting it on a sign. Coincidence? Scripted? Call it what you may, but establishing a connection with fans has always been the most sustainable marketing strategy for a brand. Those that established this connection have a loyal fan base that is ready to loosen their purse strings for that product or service.

Tickets for Coldplay's 2025 concerts in India ranged from ₹2,500 to ₹35,000 (for VIP lounge tickets). Last year, when tickets for the India leg of the band's Music of the Spheres world tour went on sale, over 13 million people queued up virtually to purchase the 1,50,000 available tickets for three shows in Mumbai. BookMyShow, which manages the ticketing, struggled with the demand and saw tickets sell out within minutes. Two more shows were later added in Ahmedabad to cater to the massive demand.